Project BLUE is not an adult film company from the San Fernando Valley, a secret Fijian spy network, or a cuddle club for off-duty cops ... nope, it's something even cooler.

It is, in fact, a smashing idea to get surfers all over the planet to help their own local beach environment and look pretty darn dashing at the same time.

A few of the WPS guys' sponsors have come on board -- heavy hitters who've released special limited-edition ranges of amazingly cool stuff to in a bid to funnel some money into the Surfrider Foundation's coffers, that amazing global protector of coasts, stopper of sewerage outfalls and other ghastly oceanic biohazards.

The product runs - from sunglasses, shoes, backpacks, shorts, watches, shirts - come with distinctive blue motifs and they're all limited edition. Companies involved include Reef, Nixon, Electric, O'Neill, Da Kine, and Billabong (who get extra browny points, or bluey points, for offering trunks that are also made out of recycled plastic bottles).

The project has the backing of all the companies for three full years. So, do your bit for your local beach, for Surfrider, and for your long-suffering wardrobe. Join the cause at betruetoblue.com